When it comes to building a successful online presence for yourself or your business, choosing the right domain name is crucial. A domain name is the web address that people use to access your website, and it’s often the first thing that potential customers or clients see when they search for your business online. It’s important to choose a domain name that is easy to remember, easy to spell, and represents your brand or business well.
However, choosing a domain name can be a daunting task, and it’s easy to make mistakes that can have long-term consequences for your business.
Here are some common mistakes to avoid when selecting a domain for your business:
Not conducting proper research and due diligence
Before settling on a domain name, it’s important to make sure it’s actually available. If you don’t do your research, you might end up having to go back to the drawing board or settle for a suboptimal name. Often times the desired domain might be available, but you might not get the ideal social media handle for platforms like Instagram or Twitter. For example, if you’re starting a beauty blog and you want to use “fashionforward.com” as your domain, but “fashionforward” username is already taken on Instagram. You might have to use a different name for your social media handle which might not be ideal for your marketing needs.
Choosing a domain name that is too long or hard to spell
A domain name that is too long or difficult to spell will be hard for users to remember and type correctly. This can lead to a high bounce rate and low conversion rate. For example, if you own a bakery and you choose “delicioushomemadebakerygoods.com” as your domain, it’s likely that people will have a hard time remembering it and will turn to a competitor with a simpler website address.
Choosing a domain name that is too specific
While it’s important to choose a domain name that is relevant to your business, it’s also important to avoid being too specific. If your domain is too specific, it might not be as flexible or scalable as you need it to be in the future. It’s a good idea to choose a website address that is broad enough to cover a range of products or services, but still specific enough to accurately represent your business. For example, “www.juliescakes.com” is a great domain name for Julie’s cake business, however if she plans to scale to chocolates or other treats in the future it might be an issue. Something like juliesconfectionery.com or juliestreats.com is more appropriate if Julie has plans of growing her business in the future (even though it might not be too clear today).
Not considering your target audience
It’s important to think about who your target audience is when choosing a domain name. A domain that resonates with your target audience will be more effective in attracting and retaining customers. For example, if you own a pet grooming business and you choose “pamperedpooch.com” as your domain, it will likely appeal to dog owners more than “petgroomingservice.com“, which is more general and may not stand out as much.
Not securing multiple variations of your domain name
In addition to your primary domain name, it’s a good idea to secure variations such as the singular or plural form, as well as common misspellings. This will prevent competitors or cybersquatters from registering these variations and potentially confusing or redirecting your users. For example, if you own a clothing store and you choose “fashionforward.com” as your domain, you should also secure “fashionforwards.com” and “fashionforwardclothing.com” to protect your brand.
Neglecting to consider the extension
The extension, or top-level domain (TLD), of your domain name (e.g. .com, .net, .org) can impact your website’s credibility and SEO. While .com is still the most popular TLD, it’s worth considering other options that might be more fitting for your business or industry. For example, if you own a nonprofit organization and you choose “helpfulhands.com” as your domain, you might also want to consider securing “helpfulhands.org” to emphasize your charitable mission.
Using copyrighted or trademarked terms
It’s illegal to use copyrighted or trademarked terms in your domain name without permission. This can lead to legal action and the loss of your domain name. Make sure to respect the intellectual property rights of others and do a quick search on the USPTO or a local intellectual property office such as the EUIPO, IPOS, IPONZ, IP Australia, or CIPO if you’re unsure whether a term is copyrighted or trademarked. For example, if you own a clothing store and you choose “NikeFashion.com” as your domain, you could potentially face legal action from Nike, as they have a trademark on their name and could argue that your domain is infringing on their intellectual property rights.
Failing to secure a mobile-friendly domain name
With the increasing number of people accessing the internet from their smartphones, it’s important to choose a domain name that is easy to type on a mobile device. Avoid using long or complex names, as they may be difficult for users to type accurately on a small screen. For example, if you own a home cleaning business and you choose “professionalhousecleaningcompany.com” as your domain, it may be difficult for users to accurately type on their phone and they may end up going to a competitor with a simpler domain such as “cleanhomes.com“.
It’s important to put thought and consideration into selecting the right domain name for your business. Not only should it be easy to remember and spell, but it should also accurately represent your brand and appeal to your target audience. It’s also a good idea to do your research and ensure that the domain is available, as well as secure variations and misspellings to protect your brand. Additionally, consider the extension, or top-level domain, as it can impact your website’s credibility and search engine optimization. By following these tips, you can set the foundation for a successful online presence for your business.
Disclaimer – The domain names used in the example are purely for illustration purposes only and are not to be considered as an endorsement or association.